Business Model Analysis of Online Restaurant Reservation Service: A Case Study of EZTABLE
Han, Anthony F.
|關鍵字:||餐廳線上訂位;商業模式;全球化競爭;Online Restaurant Reservation;Business Model;Global Competition|
本論文採用Osterwalder and Pigneur所提出的商業模式分析模型及Dawar and Frost所提出的全球化競爭策略來進行分析。分析結果得知：由於易訂網優越的網路平台、創造了用餐者及餐廳的獨特價值、先行者優勢及成功的雙邊平台，使他們在短短幾年內快速發展，更有機會進一步的將易訂網推上國際舞台。|
With the development of the Internet, e-commerce has become the new frontier for business around the world. New business opportunities are being created and online reservation services has been the most remarkable. Following the online reservation services such as e-booking of hotels, airline tickets, and exhibitions, online restaurant reservation service was also created. OpenTable was the first online restaurant reservation service launched in the U.S. in 1998. Over these years, there is still a missing gap of this service in many countries; inspired by OpenTable, EZTABLE, the first online restaurant reservation service in Chinese-speaking countries, was launched in Taiwan in 2008. However, the restaurant industry and consumer behavior is different in the U.S. and Taiwan. The purpose of this paper is to examine how EZTABLE localized its service in the Taiwan market, to indicate its key success factors, and to give recommendation for its future strategy. To do this analysis, our research adopts the business model canvas introduced by Osterwalder and Pigneur (2010) and the global competition strategy introduced by Dawar and Frost (1999). The results show that with the superior development of the platform, unique value offered to diners and restaurants, first-mover advantages and the successful development of two-sided platform, EZTABLE is expanding in a rapid speed and has a high chance of extending its business internationally.